I'm not an expert here. I'm just a marketer who has a good technical knowledge of this subject, has had to spend plenty of time reading FTC guidance and rulings on other topics, and was willing to spend more time than the average person digging into all this. But for what it's worth, this takeaway is what I'm using to make strategic decisions myself.

He said that for companies in certain competitive situations, publicly burning cash can be a smart strategic move. And not in a "camel through the eye of a needle" biblical sort of way. Rather, that people watching the ad have a gut understanding that there is "a link between a desirable yet hidden attribute and the cost of doing something."

We've all been there. You're doing a report and you have to try to explain what three different platforms mean by a "video view," what's skippable and what's autoplay, and why costs are so wildly different.

Here's a fun profile written by Bridgette Cude at SocialMedia.org. It covers a little bit of how I got to Great Clips, how much I value the listening and response side of social media, and an entertaining anecdote about a recent influencer marketing campaign we ran.